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Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising

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Advances in Advertising Research (Vol. VI)

Part of the book series: European Advertising Academy ((EAA))

Abstract

Consider a scenario in which you participate in a study on advertising effects. You are instructed to attend to an advertisement, after which you are asked about your memory for the advertisement and advertised brand, your attitude towards the ad and brand, and your intention to purchase the advertised brand. Sometimes, you will also be asked to reflect about the proposed process that is considered to underlie advertising effects, with questions along the lines of ‘do you think that this advertisement has affected your attitude about the brand?’ or ‘do you think the music in the advertisement affected how positive you feel about the brand?’.

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Author information

Authors and Affiliations

  1. University of Amsterdam, Amsterdam, The Netherlands

    Dr. Lisa Vandeberg, Dr. Annemarie M. Wennekers, Prof. Dr. Jaap M.J. Murre & Prof. Dr. Edith G. Smit

Authors
  1. Dr. Lisa Vandeberg
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  2. Dr. Annemarie M. Wennekers
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  3. Prof. Dr. Jaap M.J. Murre
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  4. Prof. Dr. Edith G. Smit
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Corresponding author

Correspondence to Lisa Vandeberg .

Editor information

Editors and Affiliations

  1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  2. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  3. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Vandeberg, L., Wennekers, A., Murre, J., Smit, E. (2016). Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_21

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